YouTube Launches Gemini-Powered Custom Feeds and AI Creator Tools

During its annual Made on YouTube event in New York City on September 23, YouTube unveiled a series of generative AI features designed to give both viewers and creators more control over the platform. The centerpiece for viewers is Custom Feeds, powered by Google's Gemini AI, which allows users in the United States to curate personalized homepage tabs using natural language prompts. While the company tested a tool to permanently steer the primary recommendation algorithm, it opted for separate custom tabs after users expressed concern about altering their main feeds.

For creators, the platform introduced an AI agent that suggests thumbnail and title optimizations for older videos and generates brand pitches based on audience data. YouTube Studio will now support A/B testing for up to three different video cuts and thumbnails to increase watch time. Other updates include the introduction of GIF comments, voice-powered TV comments, and paid members-only communities.

YouTube is also expanding its commercial and safety infrastructure. The shopping affiliate program will expand to 35 countries by the end of the year, including India and Brazil. To protect creators, the company is testing AI-driven comment moderation and likeness-protection tools utilizing facial and voice detection.